There’s a lot you can do wrong when creating a Facebook ad set for it to not take off. But sometimes it’s really not you, it’s Facebook.

An ad set can be barely getting delivered even though your targeting is rather broad. Or results can be coming in at such a high cost that you’ll be left wondering where you made that major mistake — because there sure is one.

Don’t even begin worrying about an ad set not performing until several duplication events fail to bring in good results.

I’ve got some news for you: sometimes an ad set might just not take off on its own due to who knows what reasons. All we know is, they are buried somewhere deep in Facebook’s algorithms. Online research doesn’t bring up any decent explanation from Facebook representatives or experts in the field.

Here’s how we know this is even a thing: it has happened more often than we can remember that just duplicating an ad set and relaunching it with exactly the same targeting and ad creatives inside it made it work.


So next time you’re utilizing proven tactics and are pretty sure about that new ad set you just launched, and it just doesn’t give you the numbers you were looking for — try again.

Here's an automation rule that will take duplication off of your hands:

Duplicate ad set and pause original
Reach < 50 or [your metric tracking results here: ROAS, cost per something, purchases etc. and a benchmark you want to use as the trigger]

Be mindful of this though: the hour when a new ad set (or campaign, or ad) is launched matters. In our experience, it’s best to launch in the morning in the timezone of your Facebook ad account for the ad to gain traction.

In order to make sure your ad sets are duplicated at the right time, just be sure to create the ad set duplication rule itself at that exact time. Set it to run daily, and all your ad sets (or just the ones you choose to run it against) will be checked at that moment every day forward.

We suggest that you repeat duplication daily, 1-3 times. Do yourself a favor and don’t even begin worrying about the ad set not performing until several duplication events fail to bring in good results.